Who Owns Reign?

Reign Total Body Fuel was created and launched by Monster Beverage Corporation in March 2019 as the company's strategic entry into the performance energy drink segment. The brand was specifically developed to compete in the growing fitness-focused energy drink market, which at the time was dominated by Bang Energy (produced by Vital Pharmaceuticals/VPX Sports) and C4 Energy. Reign represented Monster's first major brand extension beyond its core Monster Energy identity and targeted a distinct demographic of fitness enthusiasts, athletes, and active lifestyle consumers.

The initial launch featured six flavors with a distinctive product formulation that included 300mg of caffeine, zero sugar, zero calories, BCAAs (branched-chain amino acids), CoQ10, and electrolytes. This formulation positioned Reign as a functional "fitness" beverage rather than a traditional energy drink, appealing to gym-goers and fitness enthusiasts seeking pre-workout energy solutions. The brand's initial marketing emphasized its position as a "total body fuel" rather than simply an energy drink, highlighting performance benefits beyond basic energy enhancement.

The launch of Reign sparked immediate legal controversy when Bang Energy filed a lawsuit against Monster Beverage in March 2019, claiming trademark infringement and trade dress violations, arguing that Reign's packaging and marketing too closely resembled Bang's established product. This legal battle continued into 2020, when Monster filed a countersuit requesting to block VPX Sports from using the word "Reign," which was preliminarily granted.

In 2020, Monster expanded the Reign portfolio with the introduction of Reign Inferno, a thermogenic line extension featuring additional performance ingredients like jalapeno, ginger, and a higher caffeine content aimed at supporting metabolism and fat burning. This was followed in 2021 by the launch of Reign Storm, a lower caffeine variant (180mg) designed to expand the brand's appeal to consumers seeking moderate energy enhancement.

The brand achieved substantial market penetration through strategic distribution agreements with major retailers, convenience stores, and fitness facilities. By 2022, Reign had captured approximately 8.5% of the performance energy drink market, establishing itself as the third-largest brand in the category behind Bang Energy and C4.

In late 2023, Monster Beverage implemented a significant rebranding initiative for Reign, introducing updated packaging designs, new product formulations, and expanded flavor options. The refresh included new marketing campaigns featuring prominent fitness athletes and influencers aimed at reinforcing the brand's association with active lifestyles and physical performance.

Throughout 2024 and into early 2025, Reign expanded its international distribution significantly, with particular growth in European and Asian markets. The brand entered 14 new countries during this period, adapting formulations to meet regional regulatory requirements while maintaining its core performance-focused positioning.

By January 2026, Reign had grown to include 22 different flavor varieties across its three product lines (Original, Inferno, and Storm), and had secured approximately 11.3% market share in the performance energy category. According to Monster Beverage's Q4 2025 financial results released in February 2026, Reign contributed approximately $780 million in annual sales to Monster Beverage Corporation's revenue, representing about 9% of the company's total beverage portfolio revenue.